Running a successful pay-per-click (PPC) campaign doesn’t have to be overwhelming; with the right strategy, it can be a powerful way to drive targeted traffic and grow your business. Not sure where to start? You’re in the right place!
Whether you’re looking to set up a PPC campaign, create one from scratch, or just want some clear, simple steps, this guide will help you get started. We’ll keep things easy, actionable, and beginner-friendly so you can launch your first campaign with confidence (and start seeing real results!).
First things first, what exactly is PPC? PPC stands for pay-per-click, a type of online advertising where you only pay when someone clicks on your ad. It’s a way of buying visits to your website, rather than trying to earn them organically.
Here’s how it works:
Advertisers place ads on platforms like Google Ads or Microsoft Ads (previously known as Bing Ads), and they bid on specific keywords or target audience segments. When someone searches for those keywords or fits the targeting criteria, the ad may appear. If the person clicks on it, the advertiser pays a small fee, hence, pay-per-click.
PPC is a popular marketing strategy because it delivers fast, focused results. Here’s why it stands out:
One of the biggest advantages of PPC is that you’re targeting people who are already searching for the keywords you’re bidding on. That means your audience is already interested, or even ready to buy. In other words, you’re advertising to a warm audience that’s more likely to take action. Whether you’re looking to promote a product, generate leads, or boost brand awareness, PPC is a flexible and effective way to grow your business online.
Before setting up your PPC it’s ‘key’ 😉to get familiar with some of the common terms you’ll come across in PPC advertising. Here are the essentials:
These are the words or phrases people type into search engines. In PPC, you bid on keywords that are relevant to your product or service so your ad appears when someone searches for them.
Think of ad groups as folders that organise your ads. Each ad group contains a set of related keywords and the ads that target those keywords. Keeping your ad groups tightly themed helps improve relevance and performance.
A bid is the maximum amount you’re willing to pay for a click on your ad. PPC platforms use an auction system, so your bid (along with other factors) helps determine whether your ad appears and where it’s placed.
This is the number of times your ad is shown on a search results page or website, even if no one clicks on it.
A click is counted when someone actually clicks your ad and visits your landing page. This is what you’re paying for in a pay-per-click model.
CTR is the percentage of people who saw your ad and clicked on it. It’s calculated by dividing clicks by impressions. A higher CTR often means your ad is relevant and engaging.
A conversion happens when someone takes a desired action after clicking your ad, like making a purchase, filling out a form, or signing up for a newsletter. Conversions are the real goal of most PPC campaigns.
This is the page users land on after clicking your ad. It should be highly relevant to the ad itself and optimised to encourage visitors to take action (i.e., convert).
Understanding these basic terms will make it much easier to set up, monitor, and improve your PPC campaigns. You’ll be able to navigate the platform with confidence and make smarter decisions from the start.
When setting up your first PPC campaign, one of the key decisions you’ll make is which advertising platform to use. The two most popular options are Google Ads and Microsoft Advertising (formerly Bing Ads). Each has its pros and cons, and understanding the basics can help you make a smart choice for your goals and budget.
For most beginners, Google Ads is the best place to start. Why? Simply put, Google has the largest market share, meaning more people use it, which gives you access to a bigger audience, more data, and better targeting tools.
Benefits of Google Ads:
Assisted Tip: Start with Google to build your campaigns, gather performance data, and refine your strategy. Once you’re seeing consistent results, you can apply what you’ve learned to other platforms like Microsoft Advertising.
Microsoft Advertising allows you to show ads on Bing, Yahoo, and AOL search networks. While the audience size is smaller than Google’s, it still reaches millions of users, and the competition tends to be less intense.
Benefits of Microsoft Advertising:
Assisted strategy: Once your campaigns are performing well on Google, consider testing them on Microsoft Advertising. You’ll often find that the same keywords perform differently due to the user base and browser experience, making it a great way to expand your reach without starting from scratch.
In short, start with Google Ads, get your foundations right, and then extend your reach with Microsoft Advertising once you’re ready to scale.
Before launching a PPC campaign, one of the most important steps is keyword research, identifying the search terms your potential customers are actually using. The right PPC keywords help ensure your ads show up for the right audience, attract relevant clicks, and drive real results.
It can be tempting to target as many Google Ads keywords as possible, but more isn’t always better. Instead of chasing high-volume, generic terms, focus on relevant keywords that match your business and the services you offer. This approach improves your click-through rate (CTR), lowers your cost-per-click (CPC), and increases conversions.
Why it works:
This keyword targets users actively searching for a local digital marketing agency, meaning they’re likely in the consideration or decision stage. It’s highly relevant to Assisted’s services and likely to attract warm leads looking for expert support.
Long-tail PPC keywords are longer, more specific search phrases like “affordable SEO services for startups” or “how to set up a PPC campaign for ecommerce.” These may have lower search volumes, but they’re less competitive, more cost-effective, and typically attract users who are closer to making a decision.
They help you:
You don’t need paid tools to find good Google Ads keywords. Start with:
Your selected PPC keywords should be reflected in your landing page content. When your ad copy, keyword, and landing page are all aligned, platforms like Google reward you with higher Quality Scores, lower costs per keyword, and higher impression share among competitors.
Effective PPC ad copy uses keywords, focuses on benefits, includes a strong call to action, and is tested and optimised. It should be concise, compelling, and tailored to the target audience.
Here’s a breakdown of key elements and strategies:
Include relevant keywords: Make sure your ad copy incorporates the keywords users are searching for, both in the headline and description.
Keyword-Rich Display URLs: Including keywords in your display URL can improve ad relevance and increase click-through rates by signalling to users that your advert is closely related to their search. However, bear in mind that there’s a character limit, typically around 15 characters for adjustments to the display URL, so this technique doesn’t always work as intended.
To further enhance ad relevance, consider using Dynamic Keyword Insertion (DKI). This feature automatically inserts the user’s actual search term into your ad headline, making the advert feel more personalised. When users see their exact query reflected in your headline, they’re more likely to perceive your advert as offering the precise solution they’re seeking.
Highlight the benefits:
Don’t just list features, explain how your product or service solves the user’s problem or fulfills their need.
Address user needs:
Consider what your target audience is looking for and address those needs directly in your ad copy.
Use emotional triggers:
Connect with the user on an emotional level to make your ad more relatable and persuasive.
Include a clear CTA:
Tell the user exactly what you want them to do (e.g., “Shop Now,” “Learn More,” “Get a Quote”).
Make it actionable:
Use strong, persuasive language to encourage the user to click and take the desired action.
Compelling headlines:
Use a headline that grabs attention and clearly communicates the value proposition.
Concise descriptions:
Provide additional information about your offer, but keep it short and to the point.
A/B test different versions:
Experiment with different headlines, descriptions, and CTAs to see what performs best.
Keep a close eye on your click-through rate (CTR) and conversion rates to determine what’s working well and what may need improvement. You can also use the ‘View assets details’ option in the Ads tab to access more granular performance data. This includes insights such as which headlines are performing strongly and where engagement may be low, helping you optimise your creatives more effectively.
Aim to update your ad copy every few months rather than making frequent changes. Too many adjustments in a short period can prevent your ads from gathering enough data to show meaningful results. Allow time for performance to stabilise, then use your testing and performance data to make informed refinements.
Assisted Tip: Take advantage of the option in Google Ads to pin specific headlines to the 1st, 2nd, or 3rd position in your ad. This gives you more control over how your ad copy flows and ensures that your key message and keywords appear exactly where you want them.
Getting your PPC campaign off to a smart start means choosing the right budget and bidding strategy. This helps you control your ad spend while collecting valuable data to optimise your campaign over time.
There’s no one-size-fits-all budget for PPC, it depends on your goals, industry, and competition. Start with an amount you’re comfortable investing over the first few weeks (e.g., £300–£500), knowing this period is often about testing and learning.
Keep in mind:
If you’re new to PPC, start with Manual CPC (Cost-Per-Click) bidding. This gives you more control over how much you’re paying per click and helps you understand what your traffic is costing.
Assisted tip: Initially, turn off Enhanced CPC (Cost-Per-Click) to prevent Google from automatically adjusting your bids. Run your campaign manually for at least 1–2 weeks to collect clean, unbiased data. During this period, closely monitor key metrics such as impressions, clicks, and most importantly conversions.
Pay particular attention to your Cost Per Acquisition (CPA), as this will help you gauge how comfortable you are with the cost of acquiring each conversion. This insight is crucial for determining whether your current strategy is sustainable or if you need to begin optimising to lower your CPA.
If you’re working with a larger budget, or want to quickly drive more traffic, you might start with the Maximise Clicks bidding strategy. This tells Google to try and get as many clicks as possible within your budget, ideal for building initial momentum and visibility.
Once your campaign reaches around 30 conversions, you’ll have enough data to switch to automated bidding strategies like:
These strategies allow Google to optimise bids based on real-time data, but they work best after your campaign has collected enough insights.
Learning how to run a PPC campaign might seem tricky at first, but with a solid plan and the right tools, it becomes much more manageable. From picking the right platform and finding the best keywords, to setting your budget and choosing a bidding strategy, you now have the building blocks to get started.
Need a bit of extra support? Whether you’re feeling stuck or just want a second opinion, the Assisted team is here to help you run smarter, better PPC campaigns that actually deliver. Get in touch with us today.